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I interpret that as the problem being that the authors aren't trying to make the player strongly like and hate characters. Why haven't game developers in general tried to create popular characters audiences want to see more of an buy merchandise featuring, the way almost every other medium of entertainment has? This fits in with my point about an MMO benefiting from having a few recurrent characters rather than many throwaway ones.
I am not referring to NPC's. I am actually referring to other players. They themselves do not "stay in character". Bringing up real life stuff I think detracts from the story and the emotional bond.
A lot of people have suggested generating random quests, but if quests follow the same pattern that in themselves makes them boring. It is not the detail of the quest that makes it boring, it is the whole pattern.
Here is what I think should be done to help improve emotional connection:
1. Make quests more of a story than a task.
2. Have NPC's join your character on this story.
3. Along the way, introduce their characters personality
4. Have you interact with those characters by choosing dialogue (like in Final Fantasy games)
5. Have your choices dictate how the characters will react and thus treat you (ie some characters could fall in love with you, some could be jealous and stab you in the back, some could become evil and kill the girl you love, etc).
One issue would be the amount of content that would need to be created. Some of this may be able to be alleviated by making some of this formulaic but you would have to be careful to not make it too predictable. It must be convoluted enough to be unpredictable, but yet it must make sense to the player. This in itself will be a very difficult challenge.